Navigator is organising a training programme on Online Customer Experience Management (CEM/CX) in the Cyprus Tourism Sector. The training takes place at the Napa Plaza Hotel on Wednesday, 24 May and Wednesday, Wednesday, 31 May, from 09:00 - 17:00 each day.

​This seminar is supported by the Human Resources Development Authority. Qualifying participants receive a subsidy for all or part of the training fees but must pay VAT.

Introduction

The online environment for most Cypriot companies is complex: it includes their core website and ecommerce platform, as well as social media profiles, newsletters, online advertising and other channels.

The online environment is rooted in a wider framework of traditional sales and marketing tools and infrastructure, including retail stores, sales visits, sales catalogues, print and media advertising, delivery schedules, special offers and others.

Consumers today expect seamless service between online and offline channels. This creates challenges, because Google, Facebook and other sites, such as Glassdoor or TripAdvisor are creating a universe of online reviews which are now visible to everyone.

Agenda Day 1: WEDNESDAY, 24 MAY

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Module 5: The CEM Workstream

09:00 – 11:00

Module 5 develops a structured approach towards defining the Customer Experience Workstream. A workstream is defined as the stream of interaction between customer and suppler for a specific product/service. This enables larger organisations, such as hotels, to understand the interaction between different units.

The sample work stream includes:

Online search

Booking

Post-booking greeting

Greeting at reception

Checkin process

Communications while in the property

Checkout

Post-departure greeting

Morning Coffee Break: 11:00 – 11:15

Module 6: Designing Emotionally-Engaging CEM

11:15 – 13:00

We will apply methods of understanding customer psychology online to improve website content, front-end design and customer experience. We will use the adapted FFF model (2012) of online tourism consumer behaviour to illustrate the role of emotional customer experience online. This will be adapted with specific reference to successful Cypriot, Greek, and other tourism websites for illustration.

Lunch Break: 13:00 – 14:00

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Module 7: Branding and Content Development for Online CEM

14:00 – 15:45

Review of the basic online branding and content which is known to increase customer approval ratings. Subjects include: